marketing positioning strategies
TRANSCRIPT
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Positioning
Strategies
By. Darrel Jeevan P D’Souza
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A product can be positioned based on 2 main platforms
1. The Consumer 2. The Competitor
When the positioning is on the basis of CONSUMER, the campaigns and messages are always targeted to the consumer himself.
When its based on Competition these campaigns are targeted towards competing with other players in the market.
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Types of Positioning Strategies
By Product Attributes and Benefits.
By Price and Quality
By Use and Application
By product Class
By Product user
By Competitor
By Cultural Symbols
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1. By Product Attributes and Benefits
Examples……
Positioned on its durability and style for its cycle.
Strategy consists in associating an object with a product characteristic or customer benefit.
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2. BY PRICE AND QUALITY
Example:
Certain product categories where high price is automatically associated with quality, or where low price is often considered to be synonymous with inferior quality.
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3. BY USE AND APPLICATION
Example….
Used during cold and Flu…..
Associating the product with a specific use.
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4. BY PRODUCT CLASS
Example….
Airlines companies has to compete with other modes of transport.
Some brands need to compete against products of similar class.
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CD Players must compete with cassette Industry as well as with the I-pods and the latest Gadgets who serve similar purposes.
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5. BY PRODUCT USER
Example….
AXE targets men Specifically the Youth.
Strategy of associating the product with a particular type or class of user.
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6. BY COMPETITOR
Example….
Nimbooz….. Ekdum Asli
IndianEkdum Ghar
Jaisa
Positioning strategy consists in making consumers think that your brand is better than, or as good as the competitors
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7. BY CULTURAL SYMBOLS
Example….
Maharajah of Air India has become a world figure
It lays Emphasis on the royal Indian Comfort
Positioning strategy consist in identifying something that is very meaningful to people.
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